E-commerce Insights: 19 Ways to Suppress Online Sales

7. Don’t suggest, and don’t guess. When your site search function fails to find matching results, make sure it offers a nice dead-end page. If you think this page must contain copy, be sure it’s written by the programmers responsible for search. Your customers appreciate straight talk from the people who can tell them why they failed. Don’t correct mistakes in spelling, punctuation or pluralization. Inferring what a customer might have wanted is overbearing and rude.